Response-Based Segmentation Proves its Worth on the Idle Screen

Celltick has published the results from the first implementation of the new Response-Based Segmentation (RBS) feature for its LiveScreen Media platform. The segmentation process tracks user interaction with content displayed on the idle screen and automatically creates a profile which allows Celltick to target users according to their areas of interest and demographic characteristics.

Launched with a Brazilian operator, the results demonstrate a 60% increase in the number of users responding to teasers on the idle screen, and an incredible 80% increase in the overall number of clicks-per-day since the service enhancement.

CelltickÃ's LiveScreen Media platform is designed to provide mobile operators, content providers and advertisers with a mobile marketing media channel that employs sophisticated segmentation capabilities that maximize response rates, customer retention and enhanced revenue opportunities. User profiling through RBS compliments LiveScreen MediaÃ's existing segmentation capabilities which include location based broadcasting, handset segmentation and time-sensitive campaigns.

Specifically, RBS enables operators to analyse their subscribersÃ' behaviour, understand their needs and interests and by doing so, target them with personalised mobile content. By identifying the type of content subscribers are most likely to respond to, as well as what they would like to be able to do through their mobile device, RBS can increase the success rate of each message and ultimately raise the operatorÃ's Average Revenue Per User (ARPU).

Stephen Dunford, CEO of Celltick, says: "In mobile marketing it is crucial for operators to differentiate their services for advertisers, content providers and subscribers alike. RBS can provide improved performance and enhanced revenues as well as help increase customer retention by providing the content subscribers really want rather than generic messages.

"RBS enables advertisers and content providers to reach a precisely segmented audience but in mass volume and with the confidence that subscribers have already expressed interest in the content they are receiving."

Posted to the site on 1st September 2008